Twitter @mrmattanderson - @montagecommsLinkedIn - http://uk.linkedin.com/in/montagecommunicationsFacebook.com/MontagecommunicationsWeb - www.montagecomms.com

Matt Anderson#CIMSOCIAL

How can I help?

•Tactics specific to your business / organisation

•Your development

•Improving customer service and experience

•Increase customer engagement

•Increase sales and bookings

•Resource and time you should spend?

•Evaluate performance using analytics

YOUR PROBLEMS...

WE ARE IN A RECESSION & I DON’T HAVE TIME!HOW MUCH TIME SHOULD I SPEND ON SOCIAL MEDIA? CC: RLHYDE

THE BOSS THINKS IT’S FOR KIDSHOW DO I SHOW A STRONG BUSINESS CASE TO THE BOSS?

SOCIAL MEDIA IS THE MESSIAH! (MAYBE NOT...)WE NEED TO MANAGE EXPECTATIONS INTERNALLY AND WITH THE BOSS

SHOW ME THE MONEY! YOU AND YOUR BOSS WANT TO SEE RETURN ON INVESTMENT

WHERE IS YOUR BUSINESS UP TO?

DECORATORBOSS SAID ‘GET US ON SOCIAL MEDIA AND WE DECORATED OUR WEBSITE’

THE INTERNERSWE DON’T HAVE TIME FOR KIDS STUFF ... SO WE GOT A (FREE) KID TO DO IT

CUSTOMER SERVICE AGGRAVATORS PR AGENCY IS GETTING CUSTOMER SERVICE ISSUE REQUESTS AND ARE NOT DEALING WITH THEM

MIXED MESSAGES? YOU HAVE OPENED THE PANDORA’S BOX AND SOCIAL MEDIA IS OUT OF CONTROL

Some rights reserved by HGruber

RELATIONSHIPS

THE SOCIAL BUSINESS EXAMPLE - ZAPPOS : CAN SEE THE BENEFIT FOR INTERNAL COMMS, SALES, CUSTOMER SERVICE

INTERNAL BARRIERS• Use free (cheap tools) as a trial first

to overcome the FD

• Create social media policy to please HR and protect the company

• Incentivise employees to use intranet or internal comms tools

• Show customer service that social media enquiries reduce calls

• Justify to IT that blocks on Facebook are stopping customers from being served

• Show the sales teams “there is gold in them hills!”

NOW FOR THE HOW TO...

B2B SOCIAL MEDIA MYTH

LISTEN - ANALYTICS

• Free tools: Topsy, Facebook insights and GA

• Middle sized tools - UberVu or SWIX

• Uber tools - Radian6 + Webtrends

WHY LISTEN?

•Customer service issues •Competitor analysis and benchmarking •Great ideas across the organisation •Visibility of what is actually going on...•Evidence of buying behaviour

“TALK TO PEOPLE ABOUT THEMSELVES AND THEY WILL LISTEN TO YOU FOR

HOURS”

BLOGGER RELATIONS

High profile blogging support of the ‘Get Together’ launch

GUEST BLOGGERS

CUSTOMER SERVICE

SOCIAL PROOF IS KING

•Client video

•Encourage reviews

•Case studies

•Comments

•Tweets!

SOCIAL PROOFA rather fetching deliveryman just brought me a stunning @BrabantiaLife bread-bin......love at first sight, the bread-bin that is!

Ohhh yes I would love these as an addition to my kitchen worktop storage :-)

@BrabantiaLife you create beautifully designed products. Thank you my prizes arrived. The slide bin is class. #ironinstyle

Second, Brabantia bin win. Bought 9 yrs ago, lid broke. Rang them & getting new one on 10 yr guarantee I didn't know existed, no qs ask

I love my Brabantia bin and their customer service is excellent

Have you seen the cool new @BrabantiaLife Colour Bins? CLB hearts them http://t.co/QUnh2nk

CONTENT IS KING

Twitter content • Talk less about your company 1/10

• Industry content of interest to target audience

• Humans Tweet not brands

• Target the customer

• Be a resource and try to be interesting

• Ask your customers what content they would like?

YOU

Industry

Human

CUSTOMER RELATIONSHIPS

•LISTEN! Do not broadcast

•Involve them in your content, product and service creation

•Fun reasons to relate to your organisation

•Empower your consumer

•Fan of the week! Image Creative Commons @Johnhadon

FACEBOOK ADVERTISING

•Small and niche

•Target friends of existing fans

•A-B testing

•Colour grabs attention

•Ask questions your targets will say yes to

•Strong call to action for likes

• Optimal CTR: 0.11%-0.16%

• Above Avg CTR: 0.07%-0.09%

• Average CTR: 0.04%-0.05%

• Below Avg CTR: 0.02%-0.03%

• Poor CTR: 0.01%

ENGAGEMENT OF FANS

•Newsfeed (most popular)

•Vary content - photos

•Build a sense of community

•Give them a fun reason to engage

•Poll - what content they would like?

•Reward fans i.e. “achievement of the month”

APPS AND COMPETITIONS• Simple Twitter competition for a

money can’t by object

• Ask for funding submissions via a landing page on Facebook

• Landing pages assist conversions

• Contact and enquiry forms

• ContactMe

• Offerpop

• Pagemodo

THE SECRET TO SEDUCTION

CC Flickr > Camera Eye Photography

HEADLINES •Sell your post!

•Lists 5-7 tips

•HOW TO:

•Short

•Specific

•Yes / No questions

•You need this...

EDITORIAL SCHEDULE

W/C: 16/01/12

Blog outputs

Twitter

Monday Tuesday Wednesday Thursday Friday Tip Main blog Links and News for the Weekend

Nutrition tip Sign posting funding in SW - Top five funding opportunities

for your sport

Poll on the best sporting events for the weekend on Facevook

Video about 2012 Inspire RT - Sporting events for the weekend

Promote TIP / RTs corporate news

Ask questions regarding blog / topic

Promote blog RT - Funding sources

Follow Fridays

BRAINSTORM

Sales myth

Image: Courtesy of the BBC

Be realistic about sales • Set realistic targets SMART

• Building relationship takes time

• Social media is not a ‘quick buck channel’

• Avoid the hard sell

• Listen for buying signals using strategic search

• Eliminate cold calling

• 1/10 products and services sale

Business Development • Follow target companies

• Search your network

• Ask for introductions

• Join groups that help your goal

• Background info on prospects (rapport)

• Connect with clients, former clients and prospects

• Events / Location “Tripit” - Get a meeting!

LISTEN!

• Search for known problems

• Seek people ‘looking for’ or seeking recommendations

• Monitor your brand name

“DO SMALL GOODS”

GIVE

THANKASK

REID HOFFMAN - FOUNDER LINKED IN

STRATEGY FOR SALES 1. Awareness (and all that you have

to offer)

2. Education and solve timely problems

3. Engagement and social proof

4. Action

5.Repeat - Build your email list / RSS / Fans

INCREASE SALES•LISTENING FOR BUYING SIGNALS

•GIVE, THANK AND RECEIVE “DO SMALL GOODS”

•#MSSFR REFERRAL TWITTER

•SOLVE YOUR CLIENTS’ PROBLEMS WITH SEO OPTIMISED CONTENT

•COPY THAT CONVERTS

•BE TIMELY AND PLAN CONTENT FOR CUSTOMER NEEDS

•CALLS TO ACTION AND ASK FOR THE SALE

Zappos > Online customer service, product knowledge and online sales

Indium - blogging and consultative sale

@Pearcafe - Excellent online customer service book lunch take away

Dell - Great use of last minute sales / Twitter discounts

“YOUR BOSS IS NOT GOING TO AGREE IF IT COSTS THE EARTH AND THERE IS NO EVIDENCE OF CUSTOMERS USING IT...”

HOW MUCH TIME SHOULD BE SPENT?

•SET COMMERCIAL OBJECTIVES: SALES, UNDERSTANDING & ENQUIRIES DEALT WITH ETC

•NUMBER OF MENTIONS AND QUERIES THAT NEED RESPONDING TO NOW

•TIME PER RESPONSE X NO. OF RESPONSES

•COST OF DELIVERY (TIME SPENT) VS POTENTIAL SALES

•SPLIT TIME OVER CHANNELS WITH A FOCUS BASED ON MONITORING (SHARE OF VOICE)

HOW MUCH TIME SHOULD BE SPENT?

•SIMPLE AND MEASURABLE (CLICKS AND FANS)

•ATTAINABLE (REMEMBER THE BOSS MAY SHUT IT DOWN IF YOU DON’T!)

•REALISTIC (73% OF FACEBOOK PAGES HAVE LESS THAN 1000 FANS)

•TIMELY (IN TIME FOR PAY DAY)

MEASUREMENT & GOOGLE ANALYTICS

GOOGLE ANALYTICS •Visitors / Uniques

•Sources of traffic

•Bounce rate

•Popular content

•Search terms

•Custom reports

•Goals

•Sales / Enquiries

WORKING OUT ROI

TIME SPENT = COST design and consultancy = costfacebook Advertising = cost

Total/number of sales = cost per aquisition

(CONVERSION RATE X BASKET SIZE)- COST PER ACQUISITION = ROI

ASK QUESTIONS AND SPREAD THE WORD! MATT ANDERSON - @MRMATTANDERSON #ASKMONTAGE @MONTAGECOMMS